Government

Communication
Service

7 trends in
leading-edge
communications

7
April 2015
Government
Communication
Service

Contents
Introduction

The context for communications in 2015

Shareable & snackable content

Emotional connection

Brand purpose
 Introduction
Innovation and creativity
have always been at
the heart of the UK
communications industry
and the 2015 landscape is
It has been developed
Team in partnership with
communications for the
public sector.
Some of the trends
interrelate and are not all are
brand new. They have been
chosen because of their
Government. And we have
looked at these issues in
approach to behaviour

of the Government
Communication Service
is to keep pace with new
opportunities, learn from the
best of our own and others’
It provides an overview of
how they are relevant to our
work, plus case studies from
across Government and the
private sector.

with our industry to initiate

and support world-class
innovation.
to support those aims by
continues to affect the way
that we communicate and
how audiences expect to
be communicated to. But

communications today – idea or driver of innovation

in communications and we
that we think are particularly also cover other issues and

communicators.
 Government
Communication
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The context for

communications in 2015

Accelerating
fragmentation of the and tech landscape have
media landscape
mainstream of society. the nature and style of
communications. Content

too.
a small number of mass
consumer expectations. reach media, they must 45% of YouTube video views
are now on a mobile device1,
have put audiences more with audiences across so video needs to be mobile
in control of when and how optimised and also needs
they interact with news, landscape. Consumer to catch the user’s attention
expectations and
This is not new, but the preferences are also especially as people tend to
be more impatient when on a
mobile device.
see a shift in media use and access content and
interactions that is not just consume it.

More people are watching more video

More viewers and more views

Online video viewers Average monthly reach | 15-34 year olds

29m +19% 36m

2009 2014

Online video views

4bn +300% 12bn

2009 2014
Sources: TV data: BARB Jan-Jun 2013, UK YOUTUBE BRANDING RESEARCH
Source: UK ComScore Aug. 2009 and Nov. 2013 YouTube: ComScore VideoMetrix (Home & Work PC only), Jan-Jun 2013. Base Total Individuals

1

personal, so well created
content can feel more like a
one-to-one conversation with
the potential to be extremely
powerful.
57%
of people now access the
internet via their smartphones
44%
now own a tablet device
Over 8 hours 41 minutes
communications devices,
spend asleep
99%
of adults multi-media task
media concurrently at some
week
Sources Offcom Report 2014
Audiences and use of
devices
approaches we outline in this
know that in the early phases
of its development that
adoption and consumption
3
YouTube.com | Feb 2014
audiences. Over 50% of the YouTube audience are over 35
The reality
34%
today is
that all 54%
22% 21% Male
audiences are
represented 15% 46%
Female
8%
65%
ABC1
online video. <15 15-24 25-34 35-54 55+
So these
approaches New opportunities and
new challenges
68% of the UK population
now use a smartphone
and 64% a laptop2 communicators the
opportunity to provide
the ABC1 audience, but
if the current trend of to their audiences across a
uptake of smart devices
continues, there will be
46.4 million smartphones
used in the UK by 20183. impact.
smartphone ownership is
communicators are
is important to consider that
who have limited time and
not everyone is online or has
content is relevant and that
especially those in older
that there is still a role for
traditional communications
relationships.
channels and approaches
Government
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Online

channel plays to its own

in the use of devices such
as mobiles and tablets over and creative are consistent.
recent years, more and more to be a trend that becomes

across channels.
So we need to think about

actions seamlessly across

an online device such as a

laptop, mobile or
tablet at the same

another media. This

most commonly
happens when

combined. It also
works with radio,
print and outdoor

people online or
on to social media
platforms.
Using integration tools such as mobile apps.
media formats.

can be used to drive (computers, mobiles and

deeper engagement tablets) we can access
and understanding of powerful data on what

participation and behaviour change. It can can be used to optimise

interaction as it provides
the ability to unpack and
explain more complex
Government
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CASE STUDY

swaps to everyday foods, for example

free versions.

media was used for inspirational bite sized

content. The website had handy smart tools

with personalised plans which could be used
online or mobile. A Smart Swaps mobile decreased 8.6% year on year as people

and maintain consistency.

Other case studies/reading

been done for many years,
but the increase in media
platforms and the trend of
new dimension.
the chance to create more
content that people can
explore or interact with and
or headline content can be
used to drive people online
to continue the conversation,
extend the narrative and
Advertising campaigns that use a distinctive memory structure
tend to have better ad success...
...they act as a tool to get the brand name as part of the ad memory.
140
120
100
80
60
40
20
0
Continuing creative
campaign
4
can also split up a complex
- whether across time or
time to help drive behaviour
the line communications
- can help to build more
opportunities to connect with
audiences in a much richer
way – a third of YouTube
videos watched in the UK
4
–
without the restrictions of a
media schedule. This can
and a two-way conversation
with audiences.
communications that
use continuous and
Reception Index consistent creative
or different channels
are likely to have
communications. (Source:
Character in ad TV ad has familiar No continuity
represents brand jingle or theme property
Government
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and content can lead
to the development of
‘bursts’, refreshed content is
continually made available
over time to keep audiences
therefore has resource
implications to deliver a
continuous supply of relevant
Using storytelling and
layered messaging
action.
drive people to interact with
other content and then to
behaviour or to obtain
buy-in to a concept or
build understanding and
explanation of a particular
action, or to explain policy.
It can attract interest and
Promotion of content also
needs to be considered. It
needs to be pushed out and CASE STUDY
promoted in most cases,
unless there is considerable
abusive behaviour in
for views on YouTube and
shared by users.
victims of abuse in their
relationships now and in
the future.
a relationship abuse
soap. It used the TV ads
empathy online where bespoke
personal or real life stories. extra scenes from
different levers provides a
hook to draw people in –
to think differently.
CASE STUDY
is a social cause and
Kenco to build a better
life for themselves as
to expand the story from each
characters’ perspective and

included an innovative timeline

of the characters abusive

to spot behaviours from the

storyline that they may not have
what an abusive relationship is

visits. 30% of teens said they took immediate

membership.

audience online to their website to follow

empathy with the recruits.

Government
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Further reading and case

studies

Comparethemarket.com’s
Meerkats:
that used to be bland,
comparethemarket.com considerations are:

millions of people every year

2. Put mobile up front and centre in your plans

every medium and also to

the website.

5. Be honest and transparent

Visit
Dulux: Colourless Future
Campaign is an example

multiple executions and

also includes an interactive
website to explore the
colours used in the ads
 Relevance:
particular context or time
type of approach is now
commonplace and many
people are already interested
well, the brand or subject
matter becomes the content
more appropriate term than
‘real-time’. An emphasis on
the subject matter at hand,
need state or behaviour
associations for action and
Using relevance Personalisation is commonly
Social media, particularly
Twitter is particularly reaches an audience for
whom it is more relevant.
or cultural and social behavioural and personal
data means it is easier to
deliver more appropriate and
before they break.
communications from 2014
was Kit Kat’s response to
tweet offered a humorous
twist on a current story.
As many brands and
cluttered landscape,
or dismiss such content as
opportunism, so care needs
to be taken.
Government
Communication
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Using re-marketing Using available data

personalised is the clever use of data. This

advice or a transactional service.

web analytics, behavioural feedback and

don’t complete the action desired by

communicators that can be used to make

communications more relevant.
a commonplace tactic to continue a
conversation with an audience or drive the
desired behaviour.

performance-increases-30-50-with-data-

Using relevance
to raise awareness and which can help to change
and tailored to audiences understanding. behaviour.
can be used to drive
engagement as it is more
can also be used to prompt
likely to be considered of
interest. It can also be used

CASE STUDY
Birdseye

Birds Eye recently ran a

state is more likely to lead

drive sales.

So they served online ads to

 CASE STUDY

the start and end of British Summer Time.

It not only serves as a timely prompt and reminder

October 2011.

5pm-11pm, when they were with just 12% of those

sandwich, whether at home term behaviour: 43% of

aspx
or still at work.
ad said they’d buy Birds Eye

were exposed to the ad shopped, compared with

didn’t see it.

Government
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Shareable
& snackable content
These factors combine to 1. People value social proof
create the rapid scale of viral – response increases
when consumers think
others have been
conversations. motivated already.
the reach of a particular

as ‘the water-cooler moment’ re-transmission drives more people talk about

has always existed and word earned media, the social
of mouth is still considered value that comes with
exponentially.
friends, ‘likes’, comments

by others. This can translate

events) found that for every into increased advocacy
online share, there were at because:

conversations.

communities, social media

and online video channels

reach wider networks faster

and have facilitated the

Social media and online

and also widen their

shareable content.
Factors that can help
make content shareable
that make content shareable.
In the world of shareable
Government
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shareable content:

C – Gen C R – Reasons to share

Always aim your shareable content at

tap into current cultural references, trends

connected millennials, they will share
content on sites such as Reddit, which

works for multiple audiences to ensure

E – Emotion

websites, YouTube and social media to

content will often need an initial paid for

needed.

examples of viral videos.

Creds%2015_04_15.pdf?oref=e
Snackable content There are no rules for
snackable content, but
Snackable content describes
it can be used for both
bite-sized pieces of
important is an approach
that seeks to consistently
attention spans decrease
edit down so content is pithy,
Snapchat. They’re easily
viewable on any device
(desktop or mobile), and
can motivate people to
share if there’s an element
of surprise, entertainment or
interest.

infographics are a

different devices, snackable as is short-form video and

Using shareable content Snackable content can be

Shareable content is an
build awareness rapidly
and at low cost. The reach
modest investment and can
help to extend the value
Shareable content can also
be useful for building trust
with the help of advocacy
useful to help people start
platforms, is not limited to
it easier to understand or
visualise.
be seen as limited to the
content is intended to
reach an online audience.
The rapid facilitation in essence a form of word of
and distribution of social mouth. The impact of word
networks and online video,
coupled with the ability to measure, should not be
underestimated as it is a
favours this audience. Online
shares seem to happen most
Government
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CASE STUDY

The Department for

drinkers in a pub bathroom,

they wash their hands. They

face-to-face with the bloody

car crash with realistic sound effects. shared over 17 thousand times.

Other case studies/reading


brands or media owners
such as video YouTube
popularity. This is due
to the relationships they
powerful and credible
passionate followers that
outnumber traditional media
subscribers and 12 million
monthly hits on her YouTube
There are a few key
authentic branded content
in partnership with YouTube
creators:
1. Partner with the right 4. Keep the cameras
YouTube creator for rolling: If it is relevant
your brand: and appropriate don’t
and YouTube creators be afraid to make use
to have successful, of authentic behind the
symbiotic relationships,
they have to share more real added value content
than an audience. Ideally, that fans love.
5. Ask questions and
invite audience
participation: Online
audiences love to
convey. feel involved. Invite
2. Work together to help participation in the
them do what they do
best:
as creators leave their and share their own
mark on branded content, content, or help them to
it feels more authentic
on other social media
the likelihood that their
audience will share and more ‘earned’ media.
less likely to be rejected.
3. Be exclusive, have
a secret to tell: Try
to create authentic
excitement around a
Government
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There are a small number

of YouTube channels and

personal and authentic Examples of these would

relationships with their
(
connection, credibility )
and trust, they can reach
and activate millions. This
and Jamie Oliver (
for communicators who are
JamieOliver) who has
with them. collaborated with brands

their relationship with their

fans to drive understanding

engagement with the

their credibility, the use of

build
trust which can help to
change behaviour.

This opportunity is best

audience, especially 18-

that the trend towards video

people and parents is set to

expand considerably.
 CASE STUDY
Awkward Conversations

Research showed that
or prevent uptake of risky
to create relevant videos that
start conversations to help
and resilience.
comments and all 10 videos
were featured in the ‘Top
YouTube’ on the day of
upload.

positive conversations
people to discuss how they
felt about the topics could
help them cement their
the videos received over 5
million views, over 130,000
likes, around 50,000

to make better decisions.

to their parents about

these issues and would

to their friends. So Public

ten popular and trusted

awkward-conversations
Government
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Emotional connection
Successful communication
needs to be current, relevant,
an emotional connection
brands5, but successful
emotionally-focused
communication connects
people care about.
An emotional journey
provides both a reason to
a time when we are exposed
to more media clutter and
competition for our attention
emotional connection with it
builds a more positive and
developed impression of the
recall. This means it is more
likely to be considered at the
point of need.
5
relationship with a brand.
6
economics studies that
continually rely on instinct,
based on learned behaviour
and emotive associations.
connection with an audience
taps into the power of this
associations that continually
and consideration.
becomes a heuristic – an
immediate solution that
shortcuts more rational
Research by Binet and
6
immediate but short-lived
impact, whereas emotional
distinctive and positive brand
term.
&
Using emotion
emotion. Emotion-led
issues we care about and
relate to, which are often
more important to people
than rational considerations.
stories and experiences
story, so that it becomes
a fundamental part of the
journey, is a successful
also help people to take
positive position for the
heuristic, in people’s minds,
the content is better able to
change behaviour.
 a positive identity, which build understanding and
consistent emotional people can recall and relate increase trust.
positively and can help to

CASE STUDY

have focussed on the

aftermath of preventable
a useful reminder to test
smoke alarms. The number

for others (especially older

and older people), or show people) has risen to 20%

asleep as smoke swirls parents and their children

The Department for
an emotional and protective

also emphasises the need

their smoke alarms.
plants concern in people’s
The most common reason
minds about the potential

immediately.
to shock viewers out of any
over a very short media
provide an immediate reason
burst, the print ads scored
Government
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CASE STUDY

The John Lewis Christmas 2014 advert

is an excellent example of emotional and then at the realisation that the scene is in
advertising.

Interest is maintained The journey inspires a range of emotions.

Viewers of Monty
hit of Pingu). It is consistently funny, with second, and experience happiness, sadness,

the set-up and later to know how the story will

by the realisation that it is all in the child’s

mind and that Christmas is really all about
Empathy is crucial to engagement. after the emotive second reveal, and is
simple and understated.

ultimately leads to content which the viewer 2014-montys-christmas

resonance to the more melancholy moments

and the emotive revelation at the end.
Government
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Brand purpose
out values and a reason for
people’s lives, communities
values and beliefs and those
of the people it reaches.
A purpose can focus
and unite employees in
companies to think beyond
product and innovate in
If Apple’s purpose had
been to make better home
computers, instead of

so can also be useful for

and business objectives. internal communications. never have developed the
Purpose is the intersection At the same time it allows iPod, iPhone or iPad.

Using purpose and values
Government communicators
at the heart of what they
audiences alike. They can be
used to drive engagement
as well as to improve
understanding. If used on
information means they know
more about the products
and services they buy (and
the companies behind
them) than any previous

communications they
build into communications, can also help to change
to mobilise people or behaviour.
communities to come

cause. relevant to all audiences, but

communicate a brand
purpose can help to inspire
both employees and
it is particularly relevant to
Millennials.
world, so their expectation,
access to and use of
 CASE STUDY
Girl Summit

In July 2014 the Department

for International Development

domestic and international

In July more than 600 people

issues and make commitments

to take action. Social media
with visual and emotive

outcomes-and-commitments
Government
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Further reading/case studies

need-to-be-Superheroes.aspx
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